Adidas Sits on the Iron Throne of Footwear with GoT Collection

Winter is coming, but the Adidas X Game of Thrones Ultraboost shoes are here! The sportswear giant created a collection with six pairs of Westeros themed running shoes to help fuel anyone’s GoT or sneaker addiction. Activewear companies often collaborate with pop culture phenomenons like Game of Thrones in hopes to reach a wider audience, and with a following like GoT, they are sure to sell faster than Tyrion can finish a cup of wine.

Alberto Uncini Manganelli, the General Manager of Adidas Running explains: “Collaborations with franchises like Game of Thrones are part of our DNA. When brands and television series alike are able to move beyond their primary platform and spill into popular culture, we see inspiration.” Adidas recognizes the value of pairing with brands who have passionate, constantly expanding fanbases. They’ve created Marvel- and Dragon Ball Z-themed tennis shoe collections in the past, but this Game of Thrones launch isn’t as in your face as those were.

The shoes don’t scream “I’m a Game of Thrones Fan!” They have perfect little details, so people who may not watch the show can still enjoy them. Those who do watch GoT, will greatly appreciate the wearability and thought that went into the footwear. Every pair coordinates with a house from the show through colors, names, and crests. No matter what house or characters fans connect with, they should be able to find a shoe that fits their allegiance. There’s even a pair cleverly named “White Walkers” that are covered in white and blue hues to represent the cold undead villain of the show.

Whether you watch Game of Thrones or not, you can admire Adidas’s effort to expand their own following into a world beyond sports. Hopefully, the cast members of GoT will appear in Adidas’s marketing campaign for the collection, sporting their correlating pairs. With winter coming, tennis shoes might not be very practical… but then again you might have to run from white walkers.